New Survey Identifies Singapore and Malaysia’s Favourite Brands

Google has been ranked as Malaysian consumers’ most favourite brand, according to the latest brand survey from Superbrands which was conducted by The Nielsen Company between 18 and 26 February 2011.

The latest findings from Superbrands identified over 500 of Malaysian consumers’ favourite brands across 100 consumer product and services categories. The brands were then ranked according to the greatest number of consumers identifying the brand as their favourite.

Google, previously ranked third in the last Superbrands survey in 2009, climbed two places to grab the top spot. New entries into the latest top ten survey include AirAsia who flew up the ranking to claim the fifth spot and MILO which was equal seventh with shell.

Mark Pointer, CEO of Superbrands Malaysia, said, “It is interesting to note that the majority of the brands in the latest top ten survey were also in the top ten the last time that the survey was conducted, which shows that the power and resilience of these brands is immense. However, the fact that two new brands have forced their way into the top ten ranking also shows that all brands face a challenge to remain at the forefront of consumer perception. AirAsia in particular has made a significant climb up the ranking which shows its growing popularity with Malaysia’s consumers.”

This survey was also conducted in Singapore and the results produced some intriguing similarities and differences. Google also climbed to number one in Singapore and only two other brands made it into the top ten in both markets, namely Sony and Colgate.

“Comparing the results across markets produces fascinating insights into the status of brands internationally. Some home grown brands will only ever be a Superbrand in its home market due to the nature of the business, whereas brands such as Google, Colgate and Sony have achieved broad based consumer appeal and are able to transcend borders and become today’s international Superbrands,” Pointer added.

Malaysia’s 2011 Top Ten Favourite Brands

1. Google
2. 100 Plus
3. Gardenia
4. Sony
5. AirAsia
6. Panasonic
7. MILO + Shell (Milo and Shell received the same number of votes and are joint 7th)
9. Maggi
10. Colgate

Singapore’s Top Ten Favourite Brands

1. Google
2. Colgate
3. NTUC Fairprice
4. SingTel
5. Straits Times
6. Starhub
7. Sony
8. Yahoo
9. 7Eleven
10. Nippon Paint

Kow Kuan Hua, Managing Director of The Nielsen Company in Malaysia, said, “Strong brands share common traits: they deliver the value that customers desire and expect from them to fulfill their needs. Repeated positive customer relationships and experiences, nurtured and grown from consistent marketing efforts, help to establish the desired perception and brand over time.” 

The Superbrands Survey

The Superbrands survey was conducted online and consisted of a panel in Malaysia of 1,500 consumers. The panel was weighted by age and gender to reflect the profile of Malaysia’s adult population. Consumers were asked to identify their favourite brands in each of the 100 categories and brand name responses were unprompted. The research took place between 18 and 26 February 2011.

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